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Consumers have become more and more concerned about what they eat and the effects of
these foods on their health. To communicate health benefits to their customers, producers and
marketers make use of various health and nutrition claim. At the same time, numerous food
trends have emerged, with every single one of them suggesting a new way of dieting and the
promise of a healthy life.
Superfoods follow the most recent consumer trend towards health, wellness, novelty as well
as exotic flavors. Despite the numerous controversies and debates about superfoods, there is
surprisingly little research in peer-reviewed scientific journals about superfoods in general,
much less about consumers’ perceptions towards superfoods as well as on possible other
reasons (e.g. diets, nutritional patterns) why superfoods have gained these attractions. The
study should evaluate which factors and mechanisms influence people’s perceptions or frames
of superfoods, in addition to their general behavior.
Type of project: literature research